Sales & marketing alignment — Matt Heinz // Heinz Marketing Inc

Founder and President of Heinz Marketing, Matt Heinz, highlights the steps organizations can take to align their sales and marketing teams. By having sales and marketing teams aligned, sales productivity increases, and ultimately revenue is increased. Today, Matt talks about why you need to align both teams and what changes you can implement to realize more harmony between both departments.
About the speaker

Matt Heinz

Heinz Marketing Inc

is a little camera shy

Matt is Founder and President at Heinz Marketing

Show Notes

  • 02:19
    Why are marketing and sales out of alignment?
    The misalignment between sales and marketing teams is mainly due to the marketing teams focus on vanity metrics like clicks, retweets, etc. The sales teams. however, have always been focused on the right metric which is revenue.
  • 04:27
    How often do marketing teams think they are aligned but are not?
    A lot of organizations are starting to shift their mindset towards revenue generation for both sales and marketing teams. There is still a need for operational changes within organizations for them to start seeing progress and better results.
  • 06:12
    What signs are there that the marketing team and sales team within an organization are not aligned?
    Sales and marketing teams with different dashboards and sales and marketing teams without a clearly defined ideal customer profile are not aligned.
  • 07:31
    Does Account
    Account-based marketing forces sales and marketing teams to work closely together. It creates more consensus and coordination between both teams.
  • 09:24
    What other bridging activities can solve the problem of misalignment between sales and marketing?
    Both teams should agree on what is a sales-worthy lead and also agreeing on when the sales teams should engage with a lead is a great first step.
  • 11:24
    Is the inability to decide on what qualifies to be a lead a problem that is still happening in organizations?
    Many organizations have achieved success at driving demand, however, many of them still struggle to convert leads into opportunities.
  • 12:51
    Will having a common understanding of the buyer's journey bridge the gap between sales and marketing teams?
    Operationally, agreeing on definitions and processes is also a way to bridge the gap.
  • 14:39
    What can sales teams do to support marketing teams?
    Sales teams should be willing and trusting of the marketing teams. Even when that means eliminating larger accounts from their target list because these accounts are unlikely to buy.
  • 16:31
    What metrics can show that there is a misalignment between sales and marketing teams?
    Look in arrears. Find out what percentage of the leads generated are viable opportunities.

Quotes

  • “As a lifelong marketer, I will say that the misalignment between sales and marketing teams is our fault. This is because sales teams have been aligned around what matters forever.” Matt Heinz

  • “Too many marketing teams of this day are focused on clicks, likes, retweets, even MQLS, in most organizations are really just a vanity metric.” Matt Heinz

  • “Lead routing, lead distribution, lead scoring are really important when focusing on larger deals.” Matt Heinz

  • “You may need to constrict your opportunities before you can expand your results.” Matt Heinz

About the speaker

Matt Heinz

Heinz Marketing Inc

is a little camera shy

Matt is Founder and President at Heinz Marketing

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